Entity SEO
Work that makes a search system confident about which thing a page is about — a specific organisation, product or person rather than a name. It matters most when a brand shares its name with a larger or older business, because a system will answer questions about the one it understands better.
Also written Entity optimisation or Entity optimization. Atlas writes British English; the definition is the same.
Why it matters
The consequence, not the conceptName collision is not hypothetical. It moves reported positions, splits branded demand and puts another company’s answers in front of your customers — and no amount of content on your own site resolves it, because the ambiguity lives outside the site.
Where Atlas works on this
2 routesBuild visibility
Seven questionsA definition is only worth publishing if it is true of your site too. Atlas reads the site before the first conversation.